# Transcript: Welcome to SXSW **Date:** March 12, 2026 · 10:30 PM **Session:** [Welcome to SXSW](/sessions/2026-03-12/pp1150698-welcome-to-sxsw) ## Summary Greg Rosenbaum, SVP of Programming, opens the 40th year of SXSW by reflecting on the festival's evolution from a 700-person indie music event in 1987 to a fully converged experience spanning music, film & TV, innovation, and comedy. He highlights five emerging themes for 2026—humanity in the age of AI, the creator economy, fandom as cultural force, evolving consumer behavior, and the return to human connection—while encouraging attendees to embrace serendipity and discovery. ## Topics `sxsw 2026` · `opening remarks` · `festival history` · `humanity and ai` · `creator economy` · `fandom` · `consumer behavior` · `human connection` ## Key Takeaways 1. SXSW 2026 marks the first year all verticals—music, film & TV, innovation, and comedy—are fully integrated under one unified experience. 2. Five key programming themes emerged: humanity in the age of AI, the irreplaceable value of creativity, fandom evolving into a cultural force, the hidden digital nudges shaping consumer behavior, and the renewed importance of genuine human connection. 3. Serendipity remains SXSW's secret sauce—attendees are encouraged to make a plan but leave room to wander outside their lane for unexpected discoveries. 4. The person sitting next to you is often as impactful as the person on stage; networking and community are central to the SXSW experience. ## Full Transcript I am Greg Rosenbaum, for those that I haven't met yet. My South by Southwest journey started 16 years ago when I helped launch South by Southwest Edu. Last spring, I stepped into this new role overseeing programming across the entire South by Southwest ecosystem: music, film, TV, innovation, comedy and education. It's an honor to bring my deep appreciation for everything this team does to this role. Before I begin, I speak for all my colleagues here at South by Southwest when I say our hearts remain with the victims and families of the traffic events on March 1st. The outpouring of support is what makes this city so special. Now, what we are all here for. Let's dive into the what and the where, but I'm also going to start with the why. I'd like to take a moment to start from a place of gratitude. We are popping up a creative village in the heart of a living, breathing city, and that doesn't happen without a massive collective effort. South by Southwest is sustainably not a sit-and-get experience. So I'm going to ask all of you to help me share some love with the people I'm about to call out. First, to our contributors—the speakers, the filmmakers, the artists, comedians, and finalists. To our partners—to Rivian and all of our major sponsors, the folks that make this really happen and support this effort. Then the staff—you have to know there's a dedicated team behind this experience. And finally, volunteers. We have over 3,000 volunteers this year. They'll be everywhere, helping your experience really thrive. Thank you for bringing your passion, your energy, your curiosity, and making the most of the next seven days. 2026 is a massive milestone. It's our 40th year. In 1987, South by Southwest started as an independent music event for about 700 registrants. It was about discovery, about global clubs, and it was really a collision of talent and industry. In 1994 we added film, TV and innovation. In 2008 comedy joined the party. In 2011 we rounded out South by Southwest Edu. But 2026 is the first. It is actually the first time that we're doing all of South by Southwest all together: music, film and TV, innovation, and comedy. Today on crossover day, the South by Southwest world comes alive in a truly beautiful way. The spirit of South by Southwest has never been tied to a single building, but to the creative village. That's been the spirit of how we return to our roots this year. It's been an incredible opportunity for us to reimagine our footprint. We've reclaimed the streets, the theaters and the creative spaces in Austin. We're truly gaining the whole city this year, and we're putting the community first by anchoring each audience in a dedicated home. At our core, we are a community-fueled event with an amazing programming team—some of the brightest minds in programming. With tens of thousands of submissions and hundreds of thousands of public votes, advisor and screener reviews, our dedicated programming team curates the world of what's next. As you navigate the program, here are five emerging themes we've seen across music, film, TV, and innovation. First, humanity in the age of AI—we continue to see AI's impact across the board, but a big theme this year is how we are evolving alongside and importantly preserving the uncomputable parts of being human. Second, the creator economy—creativity is an essential and irreplaceable part of our experience. We're exploring how creative human expression doesn't just survive but actually leads. Third, from audience to architect—fandom is evolving into a powerful force that shapes culture and identity. We're navigating a world where online communities build movements, spark trends, and shape industries over time. Fourth, the evolution of consumer behavior—technology is shaping how we shop, choose, and engage. This year we're focusing on the unseen digital nudges influencing our decisions. And fifth, human connection—in an era of digital isolation, there's a real focused return to the importance of human connection, exploring how to build genuine community in a fractured world. I'm the programming guy, so let me give you a few tips for how to approach the next seven days. One, make a plan and then don't stick to it rigidly. Use our apps, favorites, and reservations, but if a session has a long line, keep your ears open for music coming out of a venue or a film screening that excites you. Serendipity is really the secret sauce of South by Southwest, and I encourage you to embrace that. Two, discovery is another hallmark of this experience. Live in that space where the Venn diagrams overlap. Break out of your lane, focus on a new area to explore. The best moments happen when industries collide. And three, the power of the person next to you. Look to the person to your left and to your right—at South by Southwest, the person in the seat next to you is often as impactful as the person on stage. --- *Source: stt · Language: en · Model: claude-opus-4-6* [← Back to session](/sessions/2026-03-12/pp1150698-welcome-to-sxsw)